What happens when you mix a social media mobile app with the customization potential one might find in a LEGO video game? You get LEGO Life, a social media platform geared towards the younger LEGO and internet fan. Launched in 2017, it has become one of the most-favored kids’ social networks, with LEGO fans the world over waiting for when the app’s coverage eventually reaches their respective territories.
That much could be said for Hong Kong. LEGO Life launched its platform there (plus Macau and Taiwan) several months ago, and current user statistics show that there are plenty of LEGO fans in those regions.
You pretty much can’t argue with a recorded regular user base of around 23,000. Even better, a solid 90% of those users are all children between the ages of 5 and 10, which is the target range of LEGO Life as laid down by The LEGO Group itself. The 23,000 LEGO Life users from Hong Kong, Macau and Taiwan join the rest of the 5.8 million global users as recorded from 2017.
As LEGO Digital Marketing & e-Commerce Manager for Hong Kong and Taiwan, Candice Wong says, “We believe the unique proposition of the app which ties to local consumer insights is the key. Parents in Hong Kong are very conscious of kids’ digital consumption and are concerned about their children’s online privacy and safety. LEGO Life, adhering to the highest standard of child safety online, eases parents’ concern over privacy or safety issues.”
The LEGO Life social network helps enforce anonymity between users by having all user avatars based on minifigures with online aliases. This is welcome for parents whose children engage actively on the app. Furthermore, social community building is LEGO Life’s primary direction, not selling more LEGO products (beyond the “Product Registration” feature that creates virtual versions of real sets owned by LEGO Life users).
“We aim at making LEGO Life an extension of their play experience,” notes Wong, “rather than replacing physical play which we know is so important to children’s development and well-being.”